Luis Suarez 'damaged' Liverpool brand, says Ian Ayre

The actions of Luis Suarez have ‘damaged’ the club’s image, according to Liverpool managing director Ian Ayre.

Suarez returned to action in the Capital One Cup last night after completing a 10-match ban for biting Chelsea’s Branislav Ivanovic in April.

That incident was the latest in a string of controversies in the Uruguayan’s career to date and Ayre admitted the 26-year-old had stained the club’s reputation.

Speaking at the Sports Industry Breakfast, Ayre said: "Any types of incident of that nature are damaging to the brand."

"But Liverpool Football Club is way, way bigger and always will be way bigger than any one player or one individual.

"What is important at those times is to ensure that we act respectfully and professionally as a football club.

"In the past we got some of that wrong and I'd say more recently we got that right.

Suarez’s return was not enough to inspire Liverpool to victory over Manchester United on Wednesday evening, in the forward’s first game since trying to force through a move away from Anfield in the summer.

But despite his controversial legacy, Ayre stood by the player and maintained he was a vital part of the Liverpool team.

"Luis is a footballer, sort of a street fighter, a larger than life character and we have seen that across not just even the Premier League but across football and other sports.

"Nobody is condoning any bad behaviour, but it is just something you have to deal with.

"He is what he is, is the character he is, and we have to try and harness that."